This column is updated/published monthly in The American Philatelist
Updated for July 2008

It’s July and that means summer is in full swing and your APS staff is getting ready for StampShow, August 14–17 in Hartford, Connecticut. This issue of the AP is chock full of everything you would want to know about this year’s show. Here are a few highlights:

• APS Board of Directors Meeting — Wednesday, August 13 at 10 a.m. at the Marriott Hartford Downtown Hotel
• APRL Trustees Meeting — Friday, August 15 at
2 p.m. in Room 15 of the Connecticut Convention Center
• The John K. Tiffany Dinner honors those who have donated to the APS–APRL Campaign for Philately. This year’s featured speaker will be Lawrence Block.
• Three First Day Ceremonies — Marshall Islands, Portraits of the Wild West • Thursday, August 14
at 10:30 a.m.
USPS, Albert Bierstadt’s Valley of the Yosemite, Thursday, August 14 at Noon
USPS, 42-Cent Sunflower • Friday, August 15
at Noon
• APS Booth Highlights — Meet the staff; APS Sales Circuits available for the first time at a show; special show cachets; and much more.
• A Schedule of Events and Bourse List can be found earlier in this issue and on our website. Please remember that these always are subject to change. Be sure to pick up a program as you enter the show for the most up-to-date schedule.

Election Policies and Guidelines
At a meeting of the Board of Directors on May 9, 2008, a committee charged with the task of reviewing APS Election Policies and Guidelines presented its report and recommendations. The report was accepted and recommendations approved by the Board. Members can review the committee’s report and the Election Policies and Guidelines on our website at www.stamps.org. If you would like a hard copy of this material, simply drop us a line and we’ll send it out to you.

Calling All Members
Last month we asked all members to help refer and recruit new members to the APS. A business reply card was inserted in the AP for that purpose. Support materials for this effort are available for members on our website at www.stamps.org. I’d like to share what information we have about why members chose not to renew; review some plans we have in the works regarding member recruitment and retention; and discuss how you can help.

As of the end of April (after members who did not renew are removed from our rolls), membership stood at 38,743. During the dues renewal process we gather information as to why members choose not to renew. Some members let us know spontaneously; others let us know after we inquire in subsequent renewal mailings. Other than dropped members (those who let their membership lapse), 1,028 members chose to let us know that they would not be renewing their membership by returning a note only saying that they would not be renewing or stating specific reasons. The breakdown follows:

The figures above provide a glimpse at some of the reasons for non-renewal. Additionally, through the membership survey that we conducted last year, we know that certain segments of our membership are price sensitive, which is one of the reasons why we offered the Dues Transition Program. About 2,760 members took advantage of that offer, while other members generously contributed more than $12,300 to support that effort. All this being said, internally we conclude that the dues increase was a significant factor in our loss of members.

Membership development and retention is an APS priority. In addition to the June AP call for members to refer a potential member to the APS, dealers also are being encouraged to continue their use of our Business Reply Card program to refer members. In July we will conduct an e-mail recruiting drive among prospective members for whom we have e-mail addresses. In August we will run a special promotion for new members at APS StampShow. In September we will conduct a membership promotion among former members who have resigned or dropped over the last three years. (Over the past five years we’ve averaged 865 reinstated members per year.) In October/November we will conduct a special promotion among Chapters and Affiliates as well as a general drive in recognition of Stamp Collecting Month. Our target is to reach 40,000 and beyond by the turn of the year or shortly thereafter. In support of that we have revamped our advertising, developed a membership handbook for new members that will offer discount coupons promoting various APS services at reduced rates. (Note: existing members can take advantage on monthly coupon specials advertised on the web and in the AP.) Of course, collectors can always apply for membership online through www.stamps.org.

Membership retention is also an important element to our efforts. To that end communication with existing members is key. The American Philatelist is a major tool here. It is our most popular membership benefit. This year we have introduced a new column called “Around the World in a Nutshell,” that has proven popular among readers. In June we introduced a new “how to” column that will appear periodically in the AP. And we presently are putting past AP articles online, as well as the current President’s Column and the Executive Director’s column. We continue to refine our existing website and are in the final stages of contract negotiations with a new vendor to develop a new website that will dramatically increase our presence on the Internet. In May we also inaugurated a new e-newsletter (called APS Special E-Delivery) that is issued monthly. It features current APS news, activities and special articles. If you did not receive it, send us your e-mail address along with your APS number and we’ll get you on the list.

Lastly, when your membership renewal comes up at the end of the year watch for special renewal incentives. I’ll review details on many of these items in my column in the months to come.

APS membership, however, is not just a staff and Board priority; it is a priority for the entire organization, including our present members. So, that’s where you come in. There is no single magic tactic that we can employ to boost our membership. It will take a combination of the right products, services, and programs at the right price, promoted in a variety of ways in a variety of media and at a variety of venues to achieve our targets. Yet, personal referrals and testimonials (view a testimonial) are a time-tested way to increase our membership.

One last note is important to acknowledge here. Due to the larger than expected membership decrease, compounded by our sluggish economy, I have reluctantly instituted a staff reduction at APS.

As our membership levels have declined over the past few decades, periodically we have adjusted our staff levels through attrition.

We have reduced our staff by three part-time positions (one of which was seasonal) and two full-time positions. It is always difficult to eliminate positions for dedicated staff that have been part of the APS family for many years. Our circuit sales, library, and administrative departments are impacted by this decision. As we assess and reassign various job functions across our work force, your patience and understanding is appreciated. One thing remains consistent, however — providing service to you, our members, continues to be our top priority.